Heritage Branding Keraton Kasepuhan dan Kanoman di Instagram
DOI:
https://doi.org/10.9744/nirmana.26.2.%25pKeywords:
Heritage branding, Instagram, Kasepuhan, Kanoman, representasi budayaAbstract
Penelitian mengkaji praktik heritage branding Keraton Cirebon di Instagram dengan membandingkan Keraton Kasepuhan dan Kanoman. Masalah utama bagaimana kedua keraton merepresentasikan budaya dan nilai tradisi untuk membangun legitimasi di ruang digital. Penelitian menggunakan kualitatif dengan studi kasus komparatif terhadap unggahan feed dan caption Instagram officialnya pada periode 2020-2023. Unit analisis dibatasi pada unggahan pusaka, ritual adat, narasi sejarah, promosi budaya, serta pengakuan sosial dan kelembagaan. Data dipetakan secara tematik dan dianalisis dengan membaca relasi antara objek visual, narasi caption, aktor yang ditampilkan, dan konteks kelembagaan melalui konsep heritage branding dan teori representasi. Hasil menunjukkan Kasepuhan membangun heritage branding melalui pola pelembagaan warisan pusaka, figur otoritas, relasi negara, dan kontinuitas sejarah untuk menegaskan kewibawaan institusional. Sebaliknya, Kanoman membangun heritage branding melalui pola penghidupan tradisi ritual komunal, praktik keagamaan, kedekatan sosial, dan pepakem untuk menegaskan otoritas spiritual-kultural. Temuan ini menunjukkan Instagram berfungsi sebagai ruang komunikasi visual tempat tradisi diseleksi, dibingkai, dan dilegitimasi untuk membedakan posisi simbolik masing-masing keraton.
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